BROADCAST TV TOPS WITH INTERNET USERS
Digital video consumption is on the rise while traditional TV is increasingly losing ground to newer media channels. But media consumption studies continue to show that while traditional broadcast TV may be declining, it’s still the top media channel worldwide. A recent Salesforce survey showed that 81% of Internet users watched broadcast TV at least monthly. That was more than any other media channel, including radio, streaming video, cable or satellite TV and online or print news periodicals.
While young adults and millennials are attached at the hip with their cell phones, traditional media still plays an important role in reaching these audiences. Reach via smartphones has surpassed traditional TV among Adults 18-34, however radio is still the highest reach medium for this target. Among older adults, traditional TV is still one of the highest reach mediums. A big factor in the increase in reach in mobile media at the same time as traditional media holding constant is multi-tasking/ cross device interaction….92% of consumers are multi-tasking while watching TV. This means advertisers need to be mindful of an integrated multi touch point approach to their marketing plans for all generations.
Nielsen researched how consumers spent time with media over the course of 2016 and found that traditional media is still relevant and necessary for effective marketing. Nondigital TV remains the single largest part of US adults’ media day, as TV time far exceeds time spent on any one component of the overall “digital” category. The 2017 projected online radio listening is significant (53 minutes/day) when compared to traditional radio at 1 hour-26 minutes per day. Mobile will continue to dominate digital media but desktop/laptop time is still considerable (2 hours+ versus mobile’s 3 hours+). The only traditional medium quickly losing importance to consumers is print. Print is fading away at 15 minutes/day projected in 2017 for newspapers and 11 minutes/day for magazines.
Brands that are consistently “in the game” result in momentum for their brands—especially in challenging economic times. In his book, The Wisdom of Crowds, James Surowiecki makes the case that “together all of us know more than any one of us does.” He says, “Markets are made up of diverse people with different levels of information and intelligence, and yet when you put all those people together and they start buying and selling, they come up with generally intelligent decisions.”
In today’s complex world of advertising, consistency is like a scorecard on the wisdom of crowds. Consumers know that advertising is expensive, so the more a company advertises, the more successful it must be, right? And the more successful it is, the more valuable it’s perceived and that other people are choosing it. Which means it must be a good idea for you and I to choose it as well. That’s what advertising consistency can do for a brand—the power of positive momentum. First people learn that your brand exists (awareness). With repeated exposure from advertising, people then learn that you are stable and worth considering. With even more repeated exposure, they assume the brand is successful and so desirable—after all, the ability to sustain a long-term advertising program means that you’d have to be. This all then leads to the ultimate goal of advertising which is to purchase the brand.
Even with creative messaging that isn’t the best, what is true of life in general is also true for advertising consistency: never underestimate the power of simply showing up.